Football Trade Directory

EFL confirm partnership extensions with Puma and Football Manager

The English Football League has confirmed that they have extended their respective partnerships with ball provider Puma and management simulation game Football Manager.

Puma will continue to be the EFL's official Match Ball Partner for another three years until the end of the 2026/27 season, whilst Football Manager will continue to include all EFL clubs, fully licensed, for the next edition of the game- Football Manager 2024.

Speaking on the two deals, EFL Chief Commercial Officer, Ben Wright said: “We have sought to partner with brands where we can develop and cultivate our partnerships and create deeper, more impactful connections with fans, customers, and communities.

“PUMA are one of the world’s leading brands and have a distinct visibility not only on competition match days, but also support some of our EFL and EFL Club’s programs and initiatives through apparel and footballs.

“Our partnership with Football Manager has also exemplifies our commercial portfolio objectives. The numbers of people playing Football Manager and engaging with EFL clubs is testament to the ever-growing popularity of the EFL.

“We thank both PUMA and Sports Interactive for the ongoing relationship and helping to continue engaging fans for this season and beyond.”

General Manager of UK&I at PUMA, Bas van den Bemt said: “Continuing our partnership with the EFL symbolizes PUMA's dedication to the heart and spirit of football in the UK. Since 2021, we've been honoured to be the Official Match Ball partner for the EFL, and this extension is a testament to the strong bond we’ve cultivated with the League, its clubs, and most importantly, the fans.

“Here’s to more shared moments, goals, and memories in the seasons to come.”

Studio Director at Sports Interactive, Miles Jacobson said: “We are delighted to announce the renewal of our partnership with the EFL.

“The League’s clubs are among the most popular with our players; in FM23, more than 40 million games were played with EFL clubs across 1.5 million unique careers. After three terrific Play-Off finals back in May, we’re looking forward to the start of the season and continuing our partnership with the EFL.”

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